Disintermediation of hotel reservations
研究在线买家对酒店预订去中介化的看法，发现经验丰富的在线买家更倾向于技术辅助预订，对旅行社态度更消极，为酒店和旅行社制定策略提供参考。
Purpose The purpose of this research is to investigate online buyers' views for and against disintermediation of hotel reservation. Design/methodology/approach A structured questionnaire was developed and a telephone survey was conducted in Hong Kong in March 2008. Findings Empirical findings of 283 Hong Kong residents who had previously booked hotel rooms online showed that experienced online buyers were more positive towards technology‐assisted hotel room reservations and less positive towards travel agents than their less experienced peers. Practical implications Hoteliers should ensure that their rooms are marketed appropriately in different types of online and offline channels. Originality The study demonstrates the existence of significantly different views among different groups of online buyers based on their online purchase experiences. With the increasing popularity of internet applications, hotel managers and travel agents should set practical plans to meet the needs of online buyers.